What do advertisements really do for brands?

International Journal of Advertising

Volumn 19, Issue 2, 2000, Pages 147-165

  Broadbent, Simon ^a  

^a BrandCon Ltd   (United Kingdom)

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EID: 33748283500     PISSN: 02650487     EISSN: None     Source Type: Journal    
DOI: 10.1080/02650487.2000.11104792     Document Type: Article

References (21)

1. Assmus, G., Farley, J.U., & Lehmann, D.R., (1984) ‘How advertising affects sales: the meta-analysis of econometric results', Journal of Marketing Research, February, 65–74.
2. Barwise, P., (ed.) (1999) Advertising in a Recession. London: London Business School.
3. Broadbent, S., & Segnit, S., (1967) ‘Response functions in media planning’, in Ten Years of Advertising Media Research, Thomson Medal Papers, 187–238. The convex shape has often been confirmed and it has not been necessary to change the shape of the fitted function since. See e.g., J.L., Simon & J., Arndt (1980) ‘The shape of the advertising response function’, Journal of Advertising Research, August, 11–28.
4. Broadbent, S., (1992) ‘Using data better—a new approach to sales analysis', Admap (January), 48–54.
5. Broadbent, S., & Fry, T., (1995) ‘Adstock modelling for the longer term’, Journal of the Market Research Society (October), 385–403, and earlier papers.
6. Broadbent, S., Lynch, K., & Spittler, J., (1997) ‘Building better schedules—new light from the single source’, Journal of Advertising Research (July/August), 27–31.
7. Broadbent, S., (1997a) ‘Single source—new analyses’, Journal of the Market Research Society (April), 363–379.
8. Broadbent, S., (1997b) Accountable Advertising. Henley-on-Thames: Admap Publications.
9. Clarke, D., (1976) ‘Econometric measurement of the duration of advertising effect on sales', Journal of Marketing Research (September), 345–57.
10. Ehrenberg, A., Barnard, N., & Scriven, J., (1997) ‘Justifying our advertising budgets’, Admap Conference, December.
11. Fry, T., Broadbent, S., & Dixon, J., (in press) ‘Estimating advertising half life and the data interval bias’, Journal of Targeting, Measurement and Analysis.
12. Hall, J., (1998) ‘How advertising works 2’, European Advertising Effectiveness Symposium, Hamburg.
13. Huey, W., (1999) ‘Advertising's double helix: a proposed new process model’, Journal of Advertising Research (May-June), 43–51.
14. Jones, J.P., (1995a) When Ads Work. New York: Lexington Books. Very short half life and steep diminishing returns are suggested here, and are quoted by Erwin Ephron as support for the Recency theory of Scheduling, but are controversial—see S., Broadbent & E., Ephron (1999) ‘Two views of TV scheduling—how far apart?’, Admap (January), 22–25.
15. Jones, J.P., (1995b) So wirkt Werbung in Deutschland. GWA-Publikation.
16. Jones, J.P., (1997) ‘The essential role of communications’, Admap Conference, December.
17. Jones, J.P., (ed.) (1999) How to Use Advertising to Build Strong Brands. London: Sage Publications.
18. Lannon, J., (1999) ‘Brands and their symbols’, in Jones (1999).
19. Roberts, A., (1999) ‘Recency, frequency and the duration of the sales effects of TV advertising’, TSMS & Taylor Nelson Sofres. See also ‘Measuring the short term sales effects of TV advertising’, Admap (April), 50–52.
20. Tellis, R.J., (1988) ‘The price elasticity of selective demand: a meta-analysis of econometric models of sales', Journal of Marketing Research (November), 331–341. This summarises a collection of 367 price elasticities, with many comments on methods, etc.
21. White, R., (1999) ‘What can advertising do for brands?’ International Journal of Advertising, 18(1), 3–17.